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1.2 Agreement Year. As used this Agreement, the term “Agreement Year”
means each successive year during the term of this Agreement, beginning on July 1, 2019
through the Extension Term and, as applicable, each Option Year.
7. Exclusion from Gross Receipts. Effective as of January 1, 2019, a new Section
4.3 is added to the Agreement, as follows:
4.3 Marketing Cost Exclusion. Subject to the procedures and Port approvals
described in this Section 4.3, Lessee may exclude from the calculation of Gross Receipts
from Parking, up to a maximum of $120,000 per Lessee Advertising Year (as defined
below), an amount equal to Lessee’s actual out-of-pocket expenditures paid to third
parties for print, radio, television, and internet and other digital advertising and associated
marketing efforts (“Marketing Costs”) specifically designed and targeted to maximize
Gross Receipts from Parking (the “Marketing Cost Exclusion”).
4.3.1 Lessee Advertising Year. As used in this Section 4.3, the term
“Lessee Advertising Year” shall mean each successive year during the term of this
Agreement, beginning on January 1, 2019, through the Extension Term and, if applicable,
each Option Year.
4.3.2 Marketing Plan Submittal. On or before January 15, 2019, and
thereafter at least 45 days prior to beginning of each successive Lessee Advertising Year,
Lessee shall provide the Port with Lessee’s annual marketing plan (the “Annual
Marketing Plan”) which shall describe Lessee’s overall marketing strategy for the Lessee
Advertising Year, a comprehensive marketing schedule detailing monthly advertising
medium and marketing activities, the budgeted Marketing Costs for each medium/activity
by month, and the metrics to be utilized to determine the success of each medium/activity
towards increasing Gross Receipts from Parking. Subject to the other conditions set forth
in this Section 4.3, no Marketing Cost Exclusion will be permitted or applicable unless
the Port approves the Annual Marketing Plan.
4.3.3 Monthly Reporting. Throughout each Lessee Advertising Year,
Lessee shall include in its monthly concession reports to the Port a detailed accounting of
Marketing Costs paid in the previous month, payment receipts for such Marketing Costs,
the portion of the Marketing Cost Exclusion to be applied for that month based on such
Marketing Cost expenditures, and a report summarizing the metrics demonstrating the
success (or lack of success) of each marketing activity/medium.
4.3.4 Briefing to the Port. Within thirty (30) days following the first
eight (8) months of each Lessee Advertising Year, Lessee shall provide a briefing to
appropriate Port staff summarizing Lessee’s execution of the Annual Marketing Plan, for
each medium/activity, and the specific financial results attributable to the Annual
Marketing Plan, including any demonstrable increase in Gross Receipts from Parking
resulting from Lessee’s expenditure of the Marketing Cost Exclusion funds. The Port
shall have the right to request additional briefings as it deems necessary.